Capstone courses

Advertising and Public Relations

In this capstone experience, students apply concepts and skills from earlier classes to develop a campaign plan for a client organization. Activities include conducting background and audience research; developing realistic objectives, strategies, tactics, and evaluation plans; producing a portfolio of supporting materials; and pitching the campaign to the client. Previously offered as MEJO 434.

The course combines a development workshop with a professional industry project, giving students unprecedented access to working creatives, industry trendsetters, and decision makers. In Workroom students will think, write, and execute their creative ideas.

The course combines a development workshop with a professional industry project, giving you unprecedented access to working creatives, industry trendsetters and decision makers. In Workroom you will not simply think and write about your creative ideas, instead, this class is completely focused on execution.

The course will focus on the changing economics affecting 21st century news organizations and the economic drivers of other content providers such as music companies, the film industry, online aggregators and commerce sites for lessons that can be applied across industry segments. Previously offered as MEJO 551.

During a time of fast-paced technological innovation, this course examines the critical strategic choices facing media executives. Students will observe and research a media company that is making the transition, as well as produce a case study on that effort. Previously offered as MEJO 552.

This course provides the practical knowledge and insights required to establish digital advertising and marketing objectives and strategies, properly select the earned and paid media platforms, and monitor and measure the results of those efforts. Previously offered as MEJO 470.

Social marketing is the application of marketing concepts and practices to bring about behavior change for a social good. This course is designed as a service-learning course and fulfills the experiential education requirement.

Courses on special topics in advertising with subjects and instructors varying each semester. Repeat rules for 690: May be repeated for credit; may be repeated in the same term for different topics; 9 total credits. 3 total completions. Topic: Advanced Advertising Campaign Planning

Journalism

Media Hub hosts students from various concentrations at the MJ-school to work together to find, produce and market integrated multimedia stories with state, regional and, at times, national appeal. Each team has a representative from news, radio, TV, visual communication and strategic communication.

There are more than 100 publicly traded companies in North Carolina, but many of them — particularly the small, entrepreneurial ones — go uncovered by the media in the state. This program provides breaking news about North Carolina public companies — and some private companies — based on their Securities and Exchange Commission filings. We’ll primarily focus on the ones that don’t get the attention of the larger media. Those stories are written by students in the MJ-school's business journalism program and edited and reviewed by the program’s head, Chris Roush.

The course will focus on the changing economics affecting 21st century news organizations and the economic drivers of other content providers such as music companies, the film industry, online aggregators and commerce sites for lessons that can be applied across industry segments. Previously offered as MEJO 551.

During a time of fast-paced technological innovation, this course examines the critical strategic choices facing media executives. Students will observe and research a media company that is making the transition, as well as produce a case study on that effort. Previously offered as MEJO 552.

Students study the documentary tradition and produce stories within the social documentary genre of photojournalism. Students choose a relevant social issue and create a multimedia Web site featuring long-form documentary storytelling. Previously offered as MEJO 481.

Certificate programs

Graduates of the Business Journalism Certificate program have gone onto jobs at The Wall Street Journal, The New York Times, Bloomberg News, Reuters and other business media, as well as jobs in corporate communications.

The certificate in business journalism is offered for students interested in a career in business reporting or editing for the media as well as students interested in careers in corporate communication. Students must complete "MEJO 541: Economics Reporting," "MEJO 542: Business Reporting" and "MEJO 550: Business and the Media" with at least a C grade in each course. Students who earn a C- or lower grade in any certificate course will not receive the certificate.

Students may not transfer courses into the certificate program. The certificate is offered to both undergraduate and non-degree students. If space is available, other students may take the classes and are eligible for the certificate.

The certificate allows students to demonstrate a specific knowledge beyond the skills and concepts taught in the journalism area of study.

Juniors in the business journalism certificate program may apply for the M.S. Van Hecke Award, named after a former business editor of The Charlotte Observer. The award provides living expenses for one student during an internship at The Observer and living expenses for another student during an internship at Reuters in New York. Other internships in business journalism are also available.

Students apply in the fall. Students will then be asked to explain their interest in business journalism and how they feel it will help them achieve their career goals. A panel comprised of the certificate program director, the dean (or designate) and the senior associate dean for undergraduate studies will select a maximum of 15 students from each class year to enroll in the program. Students will be selected on interest, academic performance and work experience.

Launched in 2002 with a $1 million anonymous donation, the Sports Communication Certificate program provides courses about sports and the media, offers internships and scholarships for students, and brings visiting lecturers to the school.

The new world of sports

The best place to see the new world of communication may be the sports field. It encompasses some of the best in journalism, broadcasting, electronic communication, marketing, advertising, public relations, visual communication and new media.

Sports in America involve more than $200 billion in annual spending and touch every professional aspect of media. The leading sports in the United States are followed by 85 percent of the U.S. population, and the average individual follows five different leagues. Sports affect society in myriad ways, from tourism to retailing to equipment to medicine to media.

Sports also serve as a stage for society's most important social issues. Racial integration in the United States made major advances through the popularity of track star Jesse Owens, boxer Joe Louis and baseball player Jackie Robinson. Today, the global celebrity of Michael Jordan and Tiger Woods is a statement of progress and a testament to the power of sports to serve as a common ground for the most significant issues of our times. Similarly, the transformation of women's rights was led by tennis player Billie Jean King. At the time of King's famous match against Bobby Riggs in 1973, just one in 27 women (about 4 percent) participated in athletics. Today, the number is approaching 40 percent, and women's events sell more Olympic tickets than those of men.

Sports communication in the MJ-school

The school has long realized the growing importance of sports communication. With that in mind, the school in 2002 launched a Sports Communication Program, headed by professor John Sweeney. Funded by a $1 million anonymous grant, the program provides courses about sports and the media, offers internships and scholarships for students, and brings visiting lecturers to the school.

There is no such sports communication program in the United States, and UNC is the perfect site. Today, former Carolina athletes are on the courts of the National Basketball Association and the fields of the National Football League and Major League Baseball. Coaches and executives with Carolina connections are found in major professional sports leagues, as well as collegiate athletic departments and conference offices. And school graduates cover the careers of these sports professionals for newspapers, magazines, radio and television.

The Sports Communication Program brings the revolutionary commercial world of sports to students, while allowing them to confront the extraordinary changes occurring in sports. This knowledge will assist them in the pursuit of competitive jobs in the sports industry and give them a unique perspective on many of the fundamental dilemmas of our time.

The Sports Communication Program is designed to accommodate students across specializations and areas of study. It aims to lead the nation in educating young practitioners about important issues of sports in the United States and beyond.

Applying to the program

A certificate, a concentration of three or more courses in a related field of study, is noted on a student's transcript. A limited number of students will be admitted into the program and will be guaranteed a seat in each of the three required courses: "MEJO 376: Sports Marketing and Advertising," "MEJO 377: Sports Communication" and "MEJO 476: Ethical Issues and Sports Communication." Students not admitted are still welcome to take the sports communication courses. They may also complete the certificate program. The formal admission simply gives admitted students priority getting into the classes.

Diversity programs

The UNC School of Media and Journalism is home to renowned programs to promote diversity and inclusion in the industry, open to undergraduate students nationwide

Bloomberg-UNC-Berkeley Business Journalism Diversity Program

Through the Bloomberg-UNC-Berkeley Business Journalism Diversity Program, students will have the opportunity to join one of two week-long programs that will show how business journalists report on what's most at stake in the economy, global stock and bond markets, government regulations and the job market. One program will be at the UNC School of Media and Journalism and one at the Graduate School of Journalism at UC Berkeley.

CBC-UNC Diversity Fellowship Program

The CBC-UNC Diversity Fellowship Program is an intensive hands-on workshop led by professionals at WRAL-TV in Raleigh, North Carolina, and UNC journalism faculty. It is geared toward college seniors or graduate students finishing their programs and pursuing broadcast careers.

Other disciplines

Undergraduate students can take a deeper dive through the following disciplines and alternative major options.

Business journalism major

The bachelor of arts in business journalism is the only such program in the UNC system, and the only such undergraduate program at any public university east of the Mississippi River. Admitted students must be classified as a junior (a total of 45 completed hours) the fall following their application and have a cumulative GPA of 3.1.

Environment and science communication dual-degree program

This dual-degree program is a unique partnership between the MJ-school and the Curriculum for Environment and Ecology, with support from Honors Carolina, and is designed to be completed in five years. Through the program, students earn a Bachelor of Arts in Environmental Studies and a Master of Arts in Media and Communication.

Honors program

An honors program is available to students who have demonstrated their ability to perform distinguished work. Students are eligible to graduate with honors if they have a 3.5 GPA at the end of their junior year complete an acceptable honors thesis in their senior year. Students with outstanding theses and cumulative 3.7+ GPAs may graduate with highest honors.